Ketchum is providing pro-bono PR support for the “Hopenhagen” campaign, which will conclude when UN delegates meet in December to ratify a global climate treaty, said Paul Cohen, SVP in the firm's corporate practice.
“Essentially [we want to] put a stake in the ground to make sure that people are aware of what our goals are and what the campaign is going to accomplish,” said Cohen, who noted that Ketchum was brought in through the Omnicom Group membership with the IAA.
Media outreach is focusing on the advertising and marketing trades, advertising and marketing reporters at mainstream publications, and green news outlets for the soft launch.
The PR team plans to expand its message to target consumers, conference delegates, government leaders and public policy officials, and corporations with the September launch, said Michael Lee, executive director of IAA.
Until the formal launch of the campaign in September, it will focus on developing partners and building online momentum through the campaign Web site.
The site encourages users to write what gives them hope in short snippets that scroll down the page as participants submit them. Additional social media features, like an application to send letters of support to policymakers, will be rolled out during the summer, Cohen said.